Influence of promotional factors on online impulse buying: exploring the mediating role of impulse buying tendency

Grounded in the established Stimulus-Organism-Response framework, the present research conducts empirical inquiry into the multifaceted impact of various promotional factors on online impulse buying behaviour. Additionally, this study delves into the mediating role of impulse buying tendency, bridging the link between diverse promotional variables and online impulse buying behaviour. The investigation centrally revolves around the contemporary promotional strategies prevalent among online retailers, notably Online Campaigns (inclusive of shopping festivals), Product Recommendations, and Limited Time Deals. Partial Least Squares Structural Equation Modelling (PLS-SEM) approach was employed to scrutinize the hypothesized associations within the research model. The findings unveil that both Product Recommendations and Limited Time Deals significantly influence online impulse buying behavior. However, Online Campaigns do not exhibit a direct influence on online impulse buying behavior; instead, the mediating presence of impulse buying tendency fully mediates this relationship. Furthermore, the research provides valuable insights into the positive association between impulse buying tendency and online impulse buying behaviour.